Experiment for 3-4 months, then move on to target group and results-oriented deployment
Make choices! Choose a social media strategy for a theme or target group based on your organizational strategy
Use external expertise to contribute knowledge, especially in the first phase
Social media are free, but results-oriented use requires effort and investment
Think big, phase, realize small. And start today
Beneath the surface of the vast amount of social media content lie valuable customer insights. Companies can use social media analytics (SMA) to uncover these. However, SMA is often limited to metrics . Marketers are far from fully exploiting the opportunities to gain real insights. norway phone number list A missed opportunity to gain a competitive edge. What opportunities do companies have to better understand their customers through social media buzz?
“Ignoring customer insights is no longer an option
That is how Adformatie recently opened with an article about a study by SWOCC . Many companies lack customer insights (or more generally: consumer insights ). Figures are abundantly present in their own CRM systems. But understanding what really moves the customer, what their habits, beliefs, emotions and (latent) needs are, is often lacking.
This is striking, because companies are increasingly forced to put the customer first. Not only because they often operate in hyper-competitive markets. Also because the crisis has made it clear that primarily focusing on shareholder value is a dead end in the long term.
Recently, SWOCC has therefore conducted a study on customer insight. One of the recommendations of SWOCC in a ‘checklist customer insight’ is to combine different sources of information and research methods.
In addition to information in their own databases, organizations can obtain customer insights through all kinds of (qualitative and quantitative) research. Newer methods such as customer safaris and accompanied shoppings can be of great value to marketers. A not recent, but beautiful example of such an insight is from Univé .
Buzz on social media
One of the richest sources of customer insights can be found . Free customer for free on the internet: conversations in social media. Not only brand-related buzz, but also conversations about the industry or about themes that an organization wants to connect with. Think of conversations ba leads about healthy eating, which provide a food manufacturer with input for product development. Or the buzz about television programs, hire sales representatives which helps a television producer improve program formats.
